Against the background of recession in 2007, the CEO of Wendt India Limited (WIL), a small and medium enterprise (SME) in the manufacturing sector, is challenged with aggressive growth targets set by the Group chairman. WIL has a culture that reacts to challenges in a creative way. In the past, in reaction to requirements from its customers, it was able to come out with many innovative solutions both on the product and process front. The case deals with the key challenge in leveraging this potential for innovation into actual innovation that would put WIL back on a growth trajectory.